Bell, which owns CTV, is donating 5 cents for each text message, mobile and long-distance call made by Bell Canada, Bell Aliant and Bell MTS customers before midnight on January 31st.

The company will also donate 5 cents for each tweet using #BellLetsTalk; each view of the Bell Let’s Talk Day video on Instagram, Twitter, Facebook or Snapchat; and each use of the Bell Let’s Talk Facebook frame or Snapchat filter.

This year, those offering their support include Canadian pop music legends Celine Dion and Alessia Cara, sports icons Tessa Virtue and Clara Hughes, actor William Shatner and Astronaut Chris Hadfield.

Prime Minister Justin Trudeau implored Canadians to “make a difference” by using the hashtag in a video posted on Twitter Wednesday morning. “It’s time to get talking about it. It’s time to de-stigmatize. It’s time to continue the conversation about mental health all across the country,” he said.

Last year, “#BellLetsTalk” was the second most mentioned hashtag on Twitter by Canadian users, according to data released by Twitter Canada, and a tweet by Ellen DeGeneres using the hashtag was one of the most retweeted by Canadian users all year.

Mental health affects all of us and we need to talk about it. If you’re struggling, you’re not alone. There is help, so I hope that you will reach out. #BellLetsTalk – Céline xx...https://t.co/9FyFadfAiI

It’s #BellLetsTalk Day - a time to keep having important conversations about mental health, and of course raise some money too! Mental health challenges affect us all. RT this to support programs across the country. pic.twitter.com/Kqm6vL172z

Canadian acting legend William Shatner has been tweeting the French and English versions of the slogan since Tuesday night, retweeting many users and correcting those who were misspelling the official hashtag.

Astronaut Chris Hadfield used the hashtag to share a video about growing plants in space, though it’s not clear what his post has to do with mental health.

Joining the many sporting stars to tweet about the movement were the Toronto Maple Leafs and Raptors as well as the Leafs superfan known as “Dart Guy,” who went viral last year for his large blue beard and elaborate face paint.

“My ask is that this kindness to others extends beyond just today & becomes the norm, not the exception,” he wrote.

#BellLetsTalk initiative is a great program that promotes #MentalHealthAwareness but also instigates a movement of kindness across social media platforms & it’s amazing to see. My ask is that this kindness to others extends beyond just today & becomes the norm, not the exception pic.twitter.com/WMEuvYqwnu